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百事可乐通过“为渴望而创”的品牌理念,利用百事的渠道及资源,为年轻人提供一个‘将渴望转化为现实’的创意平台。在2012中国广告与品牌大会上,百事(中国)有限公司以其“用渴望点亮广州塔,炫动海心沙”的案例获得了2011中国广告户外创新大奖。会后本栏记者采访了负责该案例的百事可乐南区市场部副总监李启雄,李启雄表示今年在品牌推广方面,百事还将推出百事淘宝推广、百事美食天堂等多个项目。
Through Pepsi’s brand philosophy of “Craving for Thirst”, PepsiCo uses Pepsi’s channels and resources to provide young people with a creative platform that “turns desire into reality.” At the 2012 China Advertising & Brand Conference, PepsiCo China won the 2011 China Outdoor Advertising Innovation Awards for its case of “Desiring to Light up Guangzhou Tower, Xuanhai Haixinsha”. After the meeting, this reporter interviewed Li Qixiong, the deputy director of the marketing department of PepsiCo in the case. Li Qixiong said that in this year’s brand promotion, PepsiCo will also launch a number of projects such as Pepsi Taobao Promotion and Pepsi Food Paradise.